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International Marketing
Lecture 6 – International Strategies
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Multi-domestic Orientation
3
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International Strategies
5
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Price
7
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Different strategies and marketing mixes
Very little interaction
Markets could be very different

3 – Global Marketing Orientation
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View the work as one market
Develop product and marketing strategies for world markets
Standardise as far as possible, adapt where necessary
Economies of scale, transfer of knowledge and technology, global image, and better
competitive position
...
Domestic Strategies
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Standardised/Differentiation (mainly in terms of product and promotions)
Product and Promotion Extension (Standardisation) – the same internationally
Product extension/Promotion Adaption
Product Adaption/Promotion Extension
Dual Adaption (Differentiated) - both adapted to the new markets needs
Product Invention

5 – Product

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Support services component (deliveries, warranty, repair and maintenance, spare
parts etc
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6 – Pricing
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Objectives depend on company orientation
Standard worldwide pricing – based on average unit cost of fixed, variable and
export related costs
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Variables that influence pricing:
o Taxes and tarrifs
o Inflation
o Exchange rate fluctuation
o Middlemen and transportation costs
o Parallel imports

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Parallel Imports/Grey Markets
o Value of increases
o Pricing policies
o Costs of transportation less than price differential
o Price costs or quotas
o Exclusive distribution agreements

7 – Communication (Global Advertising and Promotion Effort)
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Globalised or standardised advertising strategy
Pattern advertising (similar basic message with some local variation)
Customised
Marketing strategy; Cultural differences; Behaviour in terms of the product; Media
availability
...
Will they
understand?)
o Cultural diversity - symbols, colours, tastes, values and beliefs (subcultures)
o Production and cost limitations – poor quality, lack of editing
o Media – availability, audience data, international media
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Lecture 7 – Marketing Mix
Product  customer wants and needs
Price
 Cost to satisfy those needs
Place
 Convenience to buy
Promotion  Communication

Lecture 7 (Part 2) Product Management
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3
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The concept of Product
Product Classifications
Product Life-Cycle
Product Mix Decisions

Product Manager Functions
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Defining new products and gathering products
Defining product business criteria including managing costs
Securing internal resources for product team
Translating feature requirements into engineering specifications
Working across all functions to bring a product to launch
Leading teams to ensure execution towards product to launch
Defining supportability requirements
Evangelizing the product internally across all functions
Evangelizing the product externally with press, customers, and partners
Bringing a new product to the market
Product differentiation
Product positioning and outbound messaging
Product Life-Cycle considerations
Product portfolio
management

The Concept of Product
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Good
Service
Person
Place
Organization
Idea

Product Management
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Product Classifications:
o Durability (or
Perishability)
o Industrial Goods
o Consumer Goods
o Materials and Parts
o Supplies and Business
Services

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Product Classifications:
o Convenience Products
o Shopping Products
o Speciality Products
o Unsought Products

Product Innovation Characteristics
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Relative Advantage
Compatibility
Complexity
Divisibility
Communicability

Lecture 8 – Price
Pricing objectives are either based on Profitability or Volume
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g
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Penetration pricing lowers prices, in a price sensitive market segment, to achieve a
high volume of sales
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Skimming pricing opens at the highest price possible, to a market interested in quality and
status, to cover high R&D costs
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Psychological Pricing:
o Prestige pricing
o Preference pricing
o Odd pricing (magic numbers, even numbers…)
Discounts & Allowances
o Seasonal discounts
o Promotional pricing
Sales promotions tend to be handled differently by luxury marketers:
o Few have resorted to sales and discount (uncommon)
o Adding more value to purchase is more common (e
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gift with purchase,
money off next purchase, no shipping etc)
Yield Management

Lecture 9 – Place (Distribution)
Function of Intermediaries
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Information function
Promotion function
Physical possession function
Financing function

Channels of Distribution
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Direct – no intermediary
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Long – 2 or more intermediaries
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The role of creativity
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Creative ads share two characteristics
 Originality
 Appropriateness
The right message to the right person at the right time (3 R’s):
 Relevance
 Originaty
 Impact

Advertising Strategy
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“message that communicates the brand’s primary benefits or how it can
solve a consumer’s problem”

Advertising Strategy: 5 Step Program
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State the primary problem, or advertising issue, from brand managements
perspective
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Implement the creative message strategy
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Consequences: benefits consumers hope to receive or detriments they want
to avoid when consuming brands
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The Nature of Values:
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Self-direction
Stimulation
Hedonism – the pursuit of pleasure or indulgence
Achievement
Power
Security
Conformity – compliance with standards or norms
Tradition – transition of norms through the generations
Benevolence – act of kindness (e
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volunteering in a homeless shelter)
Universalism – the belief that a particular behaviour or religion is worldwide



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